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Meta will nab a far bigger share of US digital ad spend (21.3%) than YouTube (5.6%) or Netflix (0.3%) this year, despite accounting for a nearly equal share of US time spent with digital, according to our June 2024 forecast.

With Facebook鈥檚 ad growth slowing, Meta is paying influencers to revive the platform鈥攂ut can cash alone compete with TikTok and Instagram鈥檚 cultural dominance?

Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

Key stat: 32.6% of US CMOs say they鈥檙e investing in a customer data platform (CDP) in the wake of third-party cookies disappearing, per Duke University. Why it鈥檚 worth watching: Adobe鈥檚 Real-Time CDP Collaboration provides a secure environment to analyze and activate audience data across multiple ad channels, including display, video, and TV streaming. Key features include:.

The news: The final countdown for a US TikTok ban has officially begun after a judge refused to grant an emergency injunction to halt the law requiring the platform to sell to a US company by January 19.

Ad spending on retail media will increase by more than $75 billion by 2028. To take advantage of this opportunity, retailers must understand advertisers' top priorities and be prepared to address their challenges.

AppLovin is setting its sights on ecommerce: Executives plan to attract spenders and grow revenues with a slew of ad product launches.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯厂 Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.

Go further: Check out our comprehensive FAQ on the US TikTok Ban.

Retail media is outpacing non-retail media in growth in US search ad spend. As performance-driven advertisers push closer to the point of sale, companies like Amazon benefit. Here鈥檚 what鈥檚 behind retail media鈥檚 search success.

US apparel ecommerce sales are set to reach $263.18 billion by 2028. To take advantage of this opportunity, brands and retailers need to understand online sales trends as well as shopper behaviors and preferences.鈥�

Retail will account for more US digital ad spend (27.9%) in 2023 than the five lowest-spending industries combined, according to our forecast.

We estimate that roughly 4 in 10 ad dollars YouTube makes in the US comes from CTV. The platform has attracted diverse advertiser budgets, but short-form video competition from Instagram Reels and TikTok remains a headwind.

Chinese retailers may cut ad spending under new tariffs: US tariff crackdown could impact Temu and Shein's ad investments, reshaping the digital ad market.

Although OOH is still primarily a traditional medium, outdoor advertising鈥檚 future is digital. US DOOH ad spend will grow by double digits annually through the end of our forecast period in 2027. In the near term, DOOH is overcoming its pandemic slump.

Social鈥檚 share of total media ad spending will grow much more slowly. Between 2017 and 2021, social鈥檚 share of overall media ad spending in the US nearly doubled, climbing from 10.5% to 20.0% in just four years. By contrast, its share of US media ad spending will climb less than 2 percentage points through 2027, inching from 20.4% in 2023 to 22.0%.

A strong out-of-home (OOH) ad leverages creative thinking, puts content where people will see it, and has the potential to be shared online. From cleverly branded buses to bizarre alien billboards, here are five recent OOH campaigns that caught our eye and why we think campaigns like this will help drive a projected 6.5% YoY growth in US OOH ad spend this year, reaching $9.51 billion.

US digital audio ad spend will reach $7.12 billion this year, according to our March 2024 forecast.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV.